The 2024 Summit has now taken place; hold the date for the 2025 Summit on Thursday 3rd July.

 

Tuesday 25th June 2024

The Cavendish Centre, London W1

The Silver Marketing Summit is Europe’s leading conference focused on the “silver” market – offering marketers the opportunity to enjoy a full day of expert speakers and networking sessions. Tickets included entry to the Silver Marketing Awards at 5.30pm and a copy of the “Marketing the Tough Stuff” research report.

Silver Marketing Summit Delegate list

2024 Silver Marketing Summit Agenda

09.00am   Registration, networking, breakfast – sponsored by Anything but Grey

09.25am   Introduction & welcome to our sponsors

09.30am   Keynote address – view from the USA

We are delighted to welcome Michael Clinton, former president and publishing director of Hearst Magazines, and now CEO and Founder of ROARforward.

09.50am   Who’s next? Marketing to the next generation of silvers

The youngest GenXers born in the late 70s and the oldest Millennials born in the early 80s, will be turning 50 in the coming years and they too will be joining the age group that controls the lion’s share of UK consumer spending power. How can we communicate to this emerging cohort effectively?

A panel discussion with Q&A from the audience.

Chair: Sarah Firth, PR Creative & Strategy, Anything But Grey

Panellists:

Sarah Austin, Founder & CEO, Really Helpful Club

Jon Cockcroft, Chief Executive,  Bowls England

Caroline Ayling, Marketing Director, JAA Media

 

Who’s last? The Silent Silvers – how to reach the over 70s

Far from a silent minority, this is a group of over 5,100,000 consumers, born pre, during or  post WW2 and grew up in a period of austerity and thriftiness. How can we target their spending power in their 4th quarter of life?

A panel discussion with Q&A from the audience.

Chair: Graeme McKenzie, Founder, Let’s Talk Ageing

Panellists:

Chrissy Nason-Smith

Peter Walshe

Mike Turner

 

10.50am Tea & coffee break and networking, sponsored by DAPS

 

 

11.10am Marketing Later Life Housing

Globally, retirement property sales are booming. But not here. Less than 1% of British over-65s live in retirement villages. Why is something that is so badly needed struggling to fulfil its potential? What are the marketing challenges and how can these be addressed?

A panel discussion with Q&A from the audience.

Chair: Tony Watts OBE, Founder Age Action Alliance

Panellists:   

Mario Ambrosi, Director of Communications and Marketing, Anchor

Sian Hammer, Group Sales & Marketing Director, Audley Group

James Cobb, Sales Director, Inspired Villages

Emma Webster, ESG & Corporate Affairs Director, Lifestory Group

 

11.40am  Ageism in Fashion marketing

The majority of marketing communications advise older people, mainly women, to dye their hair, get rid of their wrinkles and lose weight to continue to look good and to be relevant in society. However, we are seeing  winds of change when it comes to fashion. Or is it just age-washing?

A panel discussion with Q&A from the audience.

Chair: Nicky McKenna, Principal, WSI Advisors UK

Panellists:

Jacynth Bassett, Founder & CEO of Ageism Is Never In Style

Prof Carolyn Mair, Carolyn Mair Consulting Limited

Annie Stirk, Silver Model & Influencer

Angel Sinclair, Founder of Models of Diversity

 

12.10pm Top Tips for producing great content

A masterclass which will give you 5 top takeaway tips when targeting an older audience in each of the following areas:

Storytelling – Georgina Lee, Head of Narrative, National Innovation Centre for Ageing

Newsletters & Blogs – Diane Kenwood, Journalist, Blogger, & Editor of These are the Heydays

Social Media – Martin Lock, Founder & CEO, Silver Surfers

Video – Richard Hammond, Executive Videographer & Founder, Green Traveller Productions

 

12.40pm Lunch & networking, sponsored by Autumna

 

 

 

 

 

1.45pm   Meet the Disruptors: Marketing Age Tech start-ups

Welcome to a Silver Dragons’ Den where age tech start-ups each have 3 minutes to present their marketing pitch.  The audience will be invited to ask questions and then invest a (fictitious!) marketing budget in their preferred start-up.

A panel discussion with Q&A from the audience.

Chair: Adam Greenwood, CEO  The Human Tech Agency

Panellists:

Amanda Philpott, CEO & Co-Founder, Eargym

Garrett Sprague, CEO & Founder, Smplicare

Lynda Lowe, Chief Marketing Officer, Sentai

Michael Kerstein, Founder, Easyphones

 

2.20pm   Marketing Finance & Pensions

Our panel of experts offer insights on issues that are crucial to anyone marketing to the older consumer: e.g. trust and a wide diversity of affordability. Challenging the tired stereotypes about how exciting marketing Finance and Pensions can be is just the start!

Chair: Steve Huxham, Policy & Public Affairs Director, Silver Marketing Association

Panellists:

Lisa Edgar, CEO, the Big Window; Board Director, the Merchants Trust

Jasper Martens, Chief Marketing Officer, PensionBee

Tim Grimsditch, Chief Marketing Officer, Unbiased

 

2.45pm   Tea & coffee break and networking, sponsored by Accord Marketing

 

3.05pm   Marketing Rebrand Case Study – from Rambler to Ramble 

Accord Marketing & Ramble Worldwide present the transformation of a heritage brand from Ramblers Walking Holidays to Ramble Worldwide.

Speakers:

Kevin O’Regan, Managing Director, Ramble Worldwide

Richard Anderson, Creative Director, Accord Marketing

 

3.30pm The Unmentionables – Marketing the Tough Stuff

Much time and content is weighted to luxury products and attractive services for the silver sector. However, let’s not forget the other side of getting older: it’s not sexy and it’s not glamourous. We’ll be taking a deep dive into marketing products that address some of the more basic needs of later life.

A panel discussion with Q&A from the audience.

Chair:  Debbie Harris, Managing Director, Autumna

Panellists:

Annabel James, Founder, Age Space

Matt Barraclough, Creative Director, ABF Pictures

Matt Roberts, UK Director for Service & Strategic Partnerships, Handicare

Paul Dennis, Global Marketing & Communications Manager, Tena

 

4.05pm Marketing Love & Sex in Later Life

To conclude the day, our panel of experts get up close and personal when it comes to dating, love second time around (or first!), and the problems & challenges of being an older lover . Not forgetting STDs. It’s set to be an enlightening and fascinating discussion, to which the audience is invited to pose questions.

A lively panel discussion with Q&A from the audience.

Chair: Jo Rzymowska, founder Jovolution

Panellists:

Avivah Wittenberg-Cox, author of Late Love: Mating in Maturity

Suzanne Noble, Co-host, Sex Advice for Seniors

Alan Fairfax, travel writer & widower

 

4.40pm Closing remarks

4.45pm Free drinks for all delegates in the bar, sponsored by NICA

 

 

 

 

 

 

 

 

 

 

5.30pm Silver Marketing Awards

6.15pm Return to the bar for final drinks

6.45pm Close

 

Why should you attend? Don’t just take our word for it..

I just wanted to say again how much I enjoyed the summit.  I can honestly say it was the most informative conference I think I have ever attended!

Debbie Harris, Managing Director, Autumna

 

 

Thanks for a truly brilliant day .  I found it so useful, insightful and truly gratifying to spend the day completely focused on this audience that we are all so passionate about representing in its full spectrum. I’m already looking forward to next year’s summit.

Sarah Firth, PR Creative & Strategy, Anything but Grey